CHEVY IS JUST LIKE THE CARAMELO MUTT. You find it on every corner in brazil and every brazilian has history with it.
But as cars become more and more grey, over 20 million of these colorful dog still live on the streets.

So we came up with a plan to change that.

tem campaign started with an invite for the netflix fanbase: send us your caramelo pictures.

and the response was amazing, proving the love that brazilians have for this adorable dogs: we received over 22.000 images

we kept the conversation going with partner creators and petlover influencers.

then we ran all the pictures through an algorithm that identified the dogs, balanced the color and lightning and calculated a shade of “brown” built from pixels of every picture received.

this color was then used to create an unique chevy tracker, the caramel.
This one of one edition of our most popular suv went into auction and got sold for over R$ 250.000, with all the money being donated to ngo's that help dogs find a family.

and to close it all, the protagonists of the netflix hit gave tips for families that wish to go on car rides with their dogs.

Agência: W/McCann
CCO: Dani Ribeiro
DC: André Leotta
ACD: Markito Mesquita e Erich Moreira
Criação: Monique Anholeti, Pedro Aranha
Social Media: Taís Aragão, Tamyris Bueno, Cami Smid
RTV: Pedro Cerqueira, Camila Carrieri, Gibinha
Produtoras: Modernista Creative Producers